A new perspective
The world of healthcare services is flooded with brands saying the same thing and promising the same results. It’s a complicated landscape full of complicated problems lacking simple solutions. Carelon came to change all that.
Born from Elevance Health, Carelon combined a complex set of legacy businesses together to form a new kind of healthcare services brand—one with decades of industry insight.
Carelon partnered with our agency to help them take their robust new brand and launch it into the marketplace. We started with a sophisticated brand architecture that lattered up to the ultimate brand ideal of solving complex challenges to deliver whole-person health.
With their rallying cry to "improve the health of the healthcare system," we came up with the "Perspective is everything" campaign – leveraging their window supergraphic as a way to peer into all the different lives affected by accessible, connected, and affordable healthcare services.
After creative concepting and concept testing, we quickly moved into a multi-channel campaign of deliverables that included email campaigns, social and digital ads, print, out-of-home, manifesto videos, as well as a full Wall Street Journal website takeover and newsprint ads to celebrate launch day. We designed the campaign to feel cohesive, yet show the breadth of services and care offerings while staying true to the brand itself.
The global, multimillion-dollar launch was met with a wave of support from Carelon’s team of 40,000+ associates across multiple countries. The industry response was strong as well, surpassing many benchmarks for impressions, click-through rates and engagement.
total impressions from print, digital display, and video ads placed in The Wall Street Journal
paid media clicks in six months
increase in click-through rates compared to industry benchmark
The campaign presents Carelon’s offerings as a living network of experience, expertise and technology that puts people first. Healthcare is always changing. Carelon’s perspective isn’t static. It can adjust to meet the challenges of today—and tomorrow.
Agency: Fishawack Health
Art Director: Jocelyn King
Writer: Lindsay Lelivelt
Creative Director: Michelle Markee